Nifty Gateway (Gemini)
Responsibilities
Web, Research, UI/UX, Visual
Role
Senior Product Designer
Duration
3-4 Weeks
Tools
Figma, Adobe
Nifty Gateway (Gemini)
Responsibilities
Web, Research, UI/UX, Visual
Role
Senior Product Designer
Duration
3-4 Weeks
Tools
Figma, Adobe
Nifty Gateway (Gemini)
Responsibilities
Product, research, IA, UI/UX, visual
Role
Senior Product Designer
Duration
3-4 Weeks
Tools
Figma, Adobe
Overview
Overview
Overview
This case study outlines how I led the Marketplace Revamp initiative to alleviate pain points for Nifty Gateway users. My contribution improved business metrics and community sentiment, driving the success of the Marketplace product.
This case study outlines how I led the Marketplace Revamp initiative to alleviate pain points for Nifty Gateway users. My contribution improved business metrics and community sentiment, driving the success of the Marketplace product.
This case study outlines how I led the Marketplace Revamp initiative to alleviate pain points for Nifty Gateway users. My contribution improved business metrics and community sentiment, driving the success of the Marketplace product.
What is Nifty Gateway?
What is Nifty Gateway?
What is the Marketplace product?
What is the Marketplace product?
HOW IT STARTED
HOW IT STARTED
HOW IT STARTED
Lack of Exposure
Lack of Exposure
Lack of Exposure
Some creators shared with our marketplace team that their artwork weren’t getting enough exposure on the secondary market.
Some creators shared with our marketplace team that their artwork weren’t getting enough exposure on the secondary market.
Some creators shared with our marketplace team that their artwork weren’t getting enough exposure on the secondary market.
RESEARCH
RESEARCH
RESEARCH
Who and Why
Who and Why
Who and Why
I first interviewed our marketplace team to understand who these creators were and why this was brought up. The conversation revealed to me that:
• These creators had two commonalities: not quite well-known, and had not dropped on Nifty Gateway recently.
• They also shared that because content on our marketplace is sorted by “Most Recent” as default, the latest content would always get all the initial attention.
Assumptions:
• Creators that aren’t well-known are less likely to be directly searched, and their artwork would not show up through any of the sorting options if they didn’t drop recently.
• Most collectors are likely to run out of attention span to explore beyond what’s latest or already popular.
I first interviewed our marketplace team to understand who these creators were and why this was brought up. The conversation revealed to me that:
• These creators had two commonalities: not quite well-known, and had not dropped on Nifty Gateway recently.
• They also shared that because content on our marketplace is sorted by “Most Recent” as default, the latest content would always get all the initial attention.
Assumptions:
• Creators that aren’t well-known are less likely to be directly searched, and their artwork would not show up through any of the sorting options if they didn’t drop recently.
• Most collectors are likely to run out of attention span to explore beyond what’s latest or already popular.
I first interviewed our marketplace team to understand who these creators were and why this was brought up. The conversation revealed to me that:
• These creators had two commonalities: not quite well-known, and had not dropped on Nifty Gateway recently.
• They also shared that because content on our marketplace is sorted by “Most Recent” as default, the latest content would always get all the initial attention.
Assumptions:
• Creators that aren’t well-known are less likely to be directly searched, and their artwork would not show up through any of the sorting options if they didn’t drop recently.
• Most collectors are likely to run out of attention span to explore beyond what’s latest or already popular.
RESEARCH
RESEARCH
RESEARCH
Quantitative Data
Quantitative Data
Quantitative Data
To verify my assumptions, my PM and I started looking into the Marketplace page data. Even though the data did confirm my assumptions, one new data stood out to us was that Content Categories being the second most used feature.
Findings:
This data told us that collectors who do explore are using the various categories and sub-categories to do so.
To verify my assumptions, my PM and I started looking into the Marketplace page data. Even though the data did confirm my assumptions, one new data stood out to us was that Content Categories being the second most used feature.
Findings:
This data told us that collectors who do explore are using the various categories and sub-categories to do so.
To verify my assumptions, my PM and I started looking into the Marketplace page data. Even though the data did confirm my assumptions, one new data stood out to us was that Content Categories being the second most used feature.
Findings:
This data told us that collectors who do explore are using the various categories and sub-categories to do so.
Most Used
Most Used
Most Used
Search
Search
Search
Common Search
Common Search
Common Search
Creators
Creators
Creators
Second Most Used
Second Most Used
Second Most Used
Categories
Categories
Categories
Time Spent
Time Spent
Time Spent
~4 min
~4 min
~4 min
RESEARCH
RESEARCH
RESEARCH
Connecting the Dots
Connecting the Dots
Connecting the Dots
Around this time, I heard from a few collectors that they found some undervalued 1 of 1s on our secondary market by using the side filter. After testing this out myself, I realized that they were spending a lot of time to do this, such as selecting various options, scrolling, and sorting, etc.
Findings:
Making it easier for collectors to narrow down specific parameters they’re looking for can not only encourage discovery, help surface creators that are under exposed, but also reducing the steps to conversion.
Around this time, I heard from a few collectors that they found some undervalued 1 of 1s on our secondary market by using the side filter. After testing this out myself, I realized that they were spending a lot of time to do this, such as selecting various options, scrolling, and sorting, etc.
Findings:
Making it easier for collectors to narrow down specific parameters they’re looking for can not only encourage discovery, help surface creators that are under exposed, but also reducing the steps to conversion.
Around this time, I heard from a few collectors that they found some undervalued 1 of 1s on our secondary market by using the side filter. After testing this out myself, I realized that they were spending a lot of time to do this, such as selecting various options, scrolling, and sorting, etc.
Findings:
Making it easier for collectors to narrow down specific parameters they’re looking for can not only encourage discovery, help surface creators that are under exposed, but also reducing the steps to conversion.
RESEARCH
RESEARCH
RESEARCH
Hypothesis
Hypothesis
Hypothesis
We believe that creators want collectors to explore beyond what’s immediately visible, so their artwork have a higher probability of being discovered. Therefore if we make it easier for collectors to do so by adding discovery features, then we will alleviate the exposure pain point and see upticks in metrics such as engagement and conversion.
We believe that creators want collectors to explore beyond what’s immediately visible, so their artwork have a higher probability of being discovered. Therefore if we make it easier for collectors to do so by adding discovery features, then we will alleviate the exposure pain point and see upticks in metrics such as engagement and conversion.
We believe that creators want collectors to explore beyond what’s immediately visible, so their artwork have a higher probability of being discovered. Therefore if we make it easier for collectors to do so by adding discovery features, then we will alleviate the exposure pain point and see upticks in metrics such as engagement and conversion.
IDEATION
IDEATION
IDEATION
Competitive Analysis
Competitive Analysis
Competitive Analysis
By assessing and comparing with our competitors, it helped me prioritize what types of discovery features to focus on and how the UI/UX could work. I found that all marketplaces shared a common strength in advanced filtering, but Nifty Gateway marketplace was especially lacking in recommendations and categories.
Strategy:
Focus on showing recommended content and providing an easy access to content categories.
By assessing and comparing with our competitors, it helped me prioritize what types of discovery features to focus on and how the UI/UX could work. I found that all marketplaces shared a common strength in advanced filtering, but Nifty Gateway marketplace was especially lacking in recommendations and categories.
Strategy:
Focus on showing recommended content and providing an easy access to content categories.
By assessing and comparing with our competitors, it helped me prioritize what types of discovery features to focus on and how the UI/UX could work. I found that all marketplaces shared a common strength in advanced filtering, but Nifty Gateway marketplace was especially lacking in recommendations and categories.
Strategy:
Focus on showing recommended content and providing an easy access to content categories.
IDEATION
IDEATION
IDEATION
Quick Filters: Access to Content Categories
Quick Filters: Access to Content Categories
Quick Filters: Access to Content Categories
To provide easy access to content categories, the interaction needed to filter out the content without users leaving the page, so they could continue on exploring.
I tried out different placements then collaborated with PM and engineer to get their feedback. I also started iterating on how the UI could look like, whether using just text, icon, or both, etc.
To provide easy access to content categories, the interaction needed to filter out the content without users leaving the page, so they could continue on exploring.
I tried out different placements then collaborated with PM and engineer to get their feedback. I also started iterating on how the UI could look like, whether using just text, icon, or both, etc.
To provide easy access to content categories, the interaction needed to filter out the content without users leaving the page, so they could continue on exploring.
I tried out different placements then collaborated with PM and engineer to get their feedback. I also started iterating on how the UI could look like, whether using just text, icon, or both, etc.
IDEATION
IDEATION
IDEATION
Recommended Content
Recommended Content
Recommended Content
To cover a wide variety of recommended content, we came up with a few based on human-curated, time, or stats. And to keep a consistent interaction experience throughout the site, I adopted our existing patterns such as content rows and tables.
To cover a wide variety of recommended content, we came up with a few based on human-curated, time, or stats. And to keep a consistent interaction experience throughout the site, I adopted our existing patterns such as content rows and tables.
To cover a wide variety of recommended content, we came up with a few based on human-curated, time, or stats. And to keep a consistent interaction experience throughout the site, I adopted our existing patterns such as content rows and tables.
IDEATION
IDEATION
IDEATION
New Marketplace Page
New Marketplace Page
New Marketplace Page
The idea was to transform the Marketplace into a discovery-focused page, integrating data-driven and curated content organized by creators, categories, time, popularity, and price. The goal was to give existing collectors more content refinement options while helping new collectors get started.
The idea was to transform the Marketplace into a discovery-focused page, integrating data-driven and curated content organized by creators, categories, time, popularity, and price. The goal was to give existing collectors more content refinement options while helping new collectors get started.
The idea was to transform the Marketplace into a discovery-focused page, integrating data-driven and curated content organized by creators, categories, time, popularity, and price. The goal was to give existing collectors more content refinement options while helping new collectors get started.
IDEATION
IDEATION
IDEATION
Prioritization
Prioritization
Prioritization
To conclude this ideation process, we evaluated the ideas with stakeholders to prioritize and determine their effectiveness, feasibility, and potential for high impact with minimal resource requirements. The conclusion was:
• Quick Filters = Immediate solution, fast to develop and test
• New Marketplace page = Long-term solution
To conclude this ideation process, we evaluated the ideas with stakeholders to prioritize and determine their effectiveness, feasibility, and potential for high impact with minimal resource requirements. The conclusion was:
• Quick Filters = Immediate solution, fast to develop and test
• New Marketplace page = Long-term solution
To conclude this ideation process, we evaluated the ideas with stakeholders to prioritize and determine their effectiveness, feasibility, and potential for high impact with minimal resource requirements. The conclusion was:
• Quick Filters = Immediate solution, fast to develop and test
• New Marketplace page = Long-term solution
SOLUTION (Immediate)
SOLUTION (Immediate)
SOLUTION (Immediate)
Adding Quick Filters to the existing Marketplace
Adding Quick Filters to the existing Marketplace
Adding Quick Filters to the existing Marketplace
I continued refining the Quick Filters buttons and arrived at a UI that combined text, icons, and colors. This approach made them easy to understand at a glance and fun to interact with. We then tested them extensively before launch. Try them out here!
I continued refining the Quick Filters buttons and arrived at a UI that combined text, icons, and colors. This approach made them easy to understand at a glance and fun to interact with. We then tested them extensively before launch. Try them out here!
I continued refining the Quick Filters buttons and arrived at a UI that combined text, icons, and colors. This approach made them easy to understand at a glance and fun to interact with. We then tested them extensively before launch. Try them out here!
SOLUTION (Long-term)
SOLUTION (Long-term)
SOLUTION (Long-term)
New Marketplace Page
New Marketplace Page
New Marketplace Page
I continued to develop a UI vision for us to build towards in the future.
I continued to develop a UI vision for us to build towards in the future.
I continued to develop a UI vision for us to build towards in the future.
RESULT
RESULT
RESULT
On the Path to Success
On the Path to Success
On the Path to Success
After launching Quick Filters and making minor updates to our content cards UI, our metrics indicated positive progress for the Marketplace Revamp initiative. The changes received highly positive sentiment overall, especially in our Discord community, collectors and creators included.
After launching Quick Filters and making minor updates to our content cards UI, our metrics indicated positive progress for the Marketplace Revamp initiative. The changes received highly positive sentiment overall, especially in our Discord community, collectors and creators included.
After launching Quick Filters and making minor updates to our content cards UI, our metrics indicated positive progress for the Marketplace Revamp initiative. The changes received highly positive sentiment overall, especially in our Discord community, collectors and creators included.
Conversion Rate
Conversion Rate
Conversion Rate
↑15%
↑15%
↑15%
Click-through Rate
Click-through Rate
Click-through Rate
↑40%
↑40%
↑40%
RESULT
RESULT
RESULT
What I Learned
What I Learned
What I Learned
The Marketplace Revamp taught me that opportunities to improve a product are always within reach, in customers feedback, product metrics, or just taking a step back and reanalyze.
I also learned that quick wins do add up fast. Since we began rolling out the revamp updates, albeit relatively small, they collectively boosted many of our metrics and customers sentiment.
Next step, I continued to keep my eyes out for opportunities to improve not just the Marketplace product, but also other products that I work on at Nifty Gateway.
The Marketplace Revamp taught me that opportunities to improve a product are always within reach, in customers feedback, product metrics, or just taking a step back and reanalyze.
I also learned that quick wins do add up fast. Since we began rolling out the revamp updates, albeit relatively small, they collectively boosted many of our metrics and customers sentiment.
Next step, I continued to keep my eyes out for opportunities to improve not just the Marketplace product, but also other products that I work on at Nifty Gateway.
The Marketplace Revamp taught me that opportunities to improve a product are always within reach, in customers feedback, product metrics, or just taking a step back and reanalyze.
I also learned that quick wins do add up fast. Since we began rolling out the revamp updates, albeit relatively small, they collectively boosted many of our metrics and customers sentiment.
Next step, I continued to keep my eyes out for opportunities to improve not just the Marketplace product, but also other products that I work on at Nifty Gateway.
EXTRA
EXTRA
EXTRA
Inefficient IA
Inefficient IA
Inefficient IA
The secondary market and primary market each has its own collection page, serving a similar selling & buying functionality. This created inefficiency to navigate between the two markets and also introduced extra complexity to new visitors.
I took a step back and mapped out our information architecture, that helped me realize how unnecessarily complicated it was. I first drafted an initial proposal of rework, then I worked closely with our PM and a backend engineer to explore how to best approach simplying our IA.
The secondary market and primary market each has its own collection page, serving a similar selling & buying functionality. This created inefficiency to navigate between the two markets and also introduced extra complexity to new visitors.
I took a step back and mapped out our information architecture, that helped me realize how unnecessarily complicated it was. I first drafted an initial proposal of rework, then I worked closely with our PM and a backend engineer to explore how to best approach simplying our IA.
The secondary market and primary market each has its own collection page, serving a similar selling & buying functionality. This created inefficiency to navigate between the two markets and also introduced extra complexity to new visitors.
I took a step back and mapped out our information architecture, that helped me realize how unnecessarily complicated it was. I first drafted an initial proposal of rework, then I worked closely with our PM and a backend engineer to explore how to best approach simplying our IA.
Before
Before
Before
After
After
After
